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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 34. Great positionings are enduring

The positioning of your brand is one of your most important branding decisions. The positioning is the primary association built around your brand. If consumers know nothing else about the brand, you hope they will know the brand’s central meaning. The brand positioning communicates the brand’s point of difference and is a primary way of connecting the brand with its target audience. A good brand positioning is built through consistent communications. A good brand positioning is enduring.

Apple introduced its Macintosh personal computer in the mid 1980s. Billed as “the computer for the rest of us,” the Mac heralded an era of easy-to-use ...

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